Optimizing Your Brand Images for Better Results
“People don’t buy what you do, they buy why you do it.” - Simon Sinek
Brand photography is more than just pretty pictures. Well crafted, intentional brand photography answers the question why someone would buy from you. So before you start snapping pictures we need to get clear on your why.
Here’s the spoiler alert: The ‘why’ is you.
Brand photography is all about strategically using imagery to connect your brand story with your ideal customers and clients. Here are some key trends to
*Articles with relevant images get 94% more views, on average, compared to articles without images.
*Images on Facebook receive 20% more engagement than videos and 352% more engagement than links.
*60% of consumers say they're more likely to consider or contact a business that has an image show up in local search results.
*67% of consumers say that the quality of a product image is "very important" in selecting and purchasing a product.
*78% of online shoppers want to see the product as if it's part of their own daily lives.
When you work with me as your dedicated brand photographer, there are a number of things I do to help you optimize your images to ensure the best shot at success. Before the camera even comes out I organize your strategy so your images make sense. Relevant and impactful images are more than just trendy, they communicate important details consistently. Here are three ways we achieve results from your images.
Use Direct Eye Contact
As humans, we are conditioned to trust someone who makes direct eye contact with us. Eye contact implies honesty and transparency and is a key tool for those making presentations or sales pitches - so let’s apply that same logic to brand photography.
When a photo subject is looking directly into the camera lens, it grabs attention and creates a connection. It invites the viewer to engage and start a conversation. When your photos consistently feature direct eye contact, they help build a relationship with your viewers.
I use eye contact strategically in brand photography. Not every image requires an intense stare, and it can be equally powerful to direct the viewer’s attention elsewhere in a photograph.
When you start using your brand images in your marketing materials, take that same level of care in strategically choosing photos with direct eye contact. Use photos with the most striking eye contact in places like your social media profile image, your website bio, and ads.
When I’m shooting a client’s brand photos, I frame images so they eliminate unnecessary distractions. We take care to choose settings that are free of extraneous details and busy backgrounds. When this isn’t possible, I shoot so that the subject is still the primary focus of the frame.
When I minimize distractions in brand photos, we increase the chances that the photos will create genuine connections with your target audience. It’s important that your audience can focus on you and your message. Any additional details included in a shot should be important to the story the image is telling.
Maximize Alt Text
Let’s get techy for a moment - when you embed images on your website or use them on social media, you have the chance to use “alt text” (short for alternative text) to describe your image.
One purpose of alt text is to make your content more accessible to those who are using a screen reader to browse the web. For someone with a visual impairment, your alt text will allow them to understand what is in the image.
Alt text also helps Google understand what your image is all about. If your image doesn’t have alt text, it is less likely to rank on Google Images. A full 19% of Google queries return images in their results - so this is an important SEO strategy you can tap into.
Your alt text should be succinct, describe your image, and also include keywords that your audience is typing into a search engine.
If you’re ready to optimize your brand images for better results, let’s set up a time to talk. I’d be happy to answer any questions you have about brand photography and my packages.